Meta’s Game-Changing Strategy: Supercharging India’s Growth with Reels and Business Messaging | Tech News
Meta, the social media behemoth, identifies India as one of its top priority global markets given the increasing uptake of its products—particularly Reels and business messaging—and robust engagement with AI tools, according to Meta India VP Sandhya Devanathan. In an interview with PTI, she revealed that India leads globally in Reels’ watch-time on Instagram, underscoring the format’s wide acceptance by both creators and brands.
“Reels is enormous for Meta globally, but especially in India,” Devanathan stated, noting that brands now incorporate Reels early in their campaign strategies, influencing buying decisions. India’s strong adoption of Meta AI also excites the company, with users deploying it for diverse queries from parenting advice to traditional Onam Sadya recipes.
India’s booming economy, expected to reach $7 trillion, combined with a young demographic and a thriving startup ecosystem, fuels Meta’s optimism. The ad market’s potential growth, due to currently low ad penetration, presents another opportunity. Meta aims to capitalize on this, enhancing business outreach through platforms like WhatsApp, which sees significant engagement and revenue growth in India.
At the recent WhatsApp Business Summit in Mumbai, Meta introduced new features to support small businesses, including AI integration for more effective customer interaction. Devanathan emphasized that Reels’ significance is also evident globally, with 50% of watch hours driven by the format, highlighting India’s major contribution.
Meta’s second-quarter revenue increased by 22% to $39.1 billion, propelled by strong ad demand worldwide. Devanathan expressed pride in India’s contribution to Meta’s global growth, with businesses of all sizes finding value on Facebook, Instagram, and WhatsApp. Meta plans to maintain its growth momentum in India, aiming to be the top choice for advertisers in the region.
Original Story https://www.business-standard.com/technology/tech-news/india-key-priority-market-reels-biz-messaging-supercharging-growth-meta-124091500308_1.html
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